How do we get adults to enjoy animated storytelling just like kids do?
The decision of going to the theater to watch a film lies with the adults. Hence, the biggest objective for the marketing of Incredibles 2 was to shift the appeal of animated storytelling from just kids to adults. And convince these adults, especially families, to go to theaters to watch an animated superhero film.
This unique stance became the backbone of all our communication. To create a sense of familiarity, we changed both the format of the trailers as well as the content. We picked up instances from the film that were similar to situations that most Indian parents face on a daily basis. We created trailers with mixed narration of real-action scenes and animated sequences, to make the plot more relatable to adults.
Since Kajol had dubbed the female lead character for Incredibles 2, we decided to use her for promotions in a way that solved the issue of comprehension for Indian audiences. We used Kajol’s credibility by turning her into a trailer narrator, getting people to relate better in the film’s plot. These trailer narrations as well as all the PR around the film was led by our positioning statement of - Ek aisi family jo aapke jaisi hai bhi, aur nahi bhi.